Influencers: is YouTube or TikTok better for your brand?

In recent years, social media platforms have experienced a surge of global users. Their easy-to-consume video content also has a long shelf life, which is particularly attractive to brands as this can increase their revenue stream years after publication. Brands around the world are now taking stock of the immense digital power social media platforms have to offer. TikTok and YouTube are two such titans that woo brands and budding creators with a host of talented influencers. Holding fast to their position as leaders of the video space. So, while there are various platforms that continue to eat into the digital video market, both TikTok and YouTube remain the top two contenders for global brands. 

What sets YouTube apart from TikTok? 

Despite their similarities, both platforms have a dynamic set of differences and draw a wide array of influencers. TikTok offers users a more social media experience, whereas YouTube is somewhat of a fusion platform of search engine meets social media. It also offers users a plethora of categories to sift through available video content. YouTube has a massive 2.6 billion monthly users whereas TikTok was the most downloaded app in the first quarter of 2022. There are also various ways in which a few notable YouTubers and TikTokers have earned a staggering amount from their online video content through brand partnerships. This means influencer partnerships are becoming the norm and more and more brands are jumping on the influencer bandwagon.   

Influencers: image of YouTube logo
Image: YouTube

Popular YouTube influencers 

According to Forbes, five of the top-earning YouTube channels are: 

MrBeast: Jimmy Donaldson earned around $54 million in 2021, which is the most that any YouTube creator has ever earned through endorsement deals. 

Jake Paul: The professional boxer currently earns money off YouTube ads making up almost 90% of his earnings.

Markiplier: Mark Edward Fischbach earned $38.5 million through various horror video game playthroughs.  

Good Mythical Morning: The success of Rhett & Link’s YouTube channel led to various spinoffs and brand extensions.

Unspeakable: Nathan Graham earned $28.5 million through gaming content like Minecraft videos. 

Why is TikTok popular? 

Influencers: Image of TikTok logo
Image: TikTok

TikTok offers users chunks of bite-sized videos with the potential to go viral. These videos can inform, educate, or even entertain digital viewers, which is part of their attraction to brands. Today, TikTok marketing has expanded to encompass every type of content available. It’s no longer just a Gen Z platform for fun and entertaining challenges and has become a hotbed of marketing activity. Talented creators are raking in millions of dollars from brand partnerships to endorsement deals through TikTok videos. So working with the right one can boost brand awareness and lead to solid purchases. 

Through its annual highest-paid TikTokers list, Forbes revealed the following top-five earners on the platform.  

  1. Charli D’Amelio earns $17.5M
  2. Dixie D’Amelio earns $10M
  3. Addison Rae earns $8.5M.
  4. Josh Richards earns $5M
    Bella Poarch earns $5M.
  5. Kris Collins – Earns $4.75M
    Avani Gregg – Earns $4.75M.

Why should you partner with YouTube influencers?

For many years, YouTube has been the most popular video-sharing platform worldwide. Millions of people could share home videos, gain video views, and reach an international audience. Users can also upload lengthy videos that showcase a diverse range of content and verified accounts don’t have a video length restriction. YouTube is extremely flexible for creators, so videos can be tailored to suit domestic and international audiences. From how-to tutorials to funny cat videos, YouTube has content to simultaneously fit any number of users. Regardless of whether you want to watch an educational video or just an entertaining pastime clip. For example, Heather Robertson is a YouTube fitness influencer with 2.11 million subscribers. She also partnered with Amazon and personally recommends and displays affiliate links for fitness gear. 

Why should you partner with TikTok influencers? 

In 2017 when TikTok first struck the international market, it quickly became the number one downloaded app in various countries. As an app that focuses on short-form video-sharing, TikTok allows users the freedom and flexibility to create and share videos that follow diverse content topics. However, TikTok is more of a do-it-yourself video-sharing platform when compared to YouTube. Users can upload numerous videos that spark creativity. The videos are usually short, and entertaining enough to hold viewers’ attention. Users can also create memes, follow viral trends or promote popular hashtags on TikTok like the bottle cap challenge or pass the phone challenge. Global cryptocurrency exchange Binance is one example of a renowned company that partnered with an influencer. Khaby Lame is the most followed TikToker in the world with 149 million followers. Binance collaborated with Khaby on exclusive NFT collections and to increase Web3 awareness.

Final thoughts on YouTube and TikTok influencers

Influencers: image of a young female influencer holding a 'like' sign and pointing to it on camera
Image: Envato

Social media platforms like YouTube and TikTok are powerful tools for brands to expand their reach. People use these platforms to learn, talk about, discover new things, and even shop for items. And if you’re not yet marketing on platforms like YouTube and TikTok you’re missing out!  Essentially, since social media platforms, YouTube and TikTok are the future of influencer marketing. Working with influencers on either of these platforms can bring incredible success to your brand. So, now that you’re all set to start working with your first TikTok or YouTube influencer, you can plan your next marketing campaign with confidence.
With that in mind, we’d like to wish you well in the world of influencers and social media platforms. And if you need to hire a voice actor for your next  YouTube or TikTok videos, Voice123 has just the right voices to reach your target market. By posting a project for free, you’ll have access to tons of voice over samples by some of the best pros in the business. So, get posting and start booking.


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